Building a direct revenue channel has become paramount to any other marketing effort. And the hotel website is a critical component to selling room nights, preserving rate, and building market share.
At the onset of the new decade (1990) it became apparent that travel agents were caught in a price battle between the remaining four global distribution systems and the airlines.
What was hotel marketing like before the internet? Most marketers would agree these were simpler times.
So even if we’re now agreed that hotel search on engines such as Google is not about to disappear any time soon, there is still plenty that hotels can do to improve their performance in the channel.
For years now hotel marketers have claimed that search engines are on the way out as a viable marketing and distribution channel in hospitality.
With shifting consumer expectations due to the proliferation of last-minute booking apps, hotels must consider the implications of offering rooms via the last-minute mobile channel.